The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany

Abstract

Fair trade flowers are an important niche product relevant to ethically conscious consumers. The study proposes a model that investigates key factors affecting the behavior of these cut flower consumers in Germany. The study serves to complement the existing studies dedicated to preferences for flower attributes and products, as well as consumers’ willingness to pay. It builds on an online survey with a representative sample of 772 German cut-flower consumers. Partial least squares structural equation modelling shows that concern for the treatment of workers from countries with poor environmental and labor reputations, the breadth of fair trade cut flower information sources, and familiarity with the fair trade concept and its influence on flower production issues positively impact the relative importance that consumers dedicate to fair trade certification as a cut flower attribute. The same factors also positively impact fair trade cut flower buying behavior. Socio-demographic factors did not show any impact. The study concludes with best practice recommendations for retailers and horticultural marketers on how to address the needs and wants of ethically conscious consumers.

Precursors and outcomes of satisfaction of fair trade coffee consumers

“…, 2019). This barrier can be overcome through the expansion of the range of FT coffee (Cailleba and Casteran, 2010), the utilization of price as an indicator of its quality (Rombach et al. , 2021), or the better dissemination of its ethical implications (Robichaud and Yu, 2022).…”

“…However, one of the most significant obstacles to achieving these goals is the high price of FT coffee (De Pelsmacker and Janssens, 2007;Lappeman et al, 2019). This barrier can be overcome through the expansion of the range of FT coffee (Cailleba and Casteran, 2010), the utilization of price as an indicator of its quality (Rombach et al, 2021), or the better dissemination of its ethical implications (Robichaud and Yu, 2022). Thus, on the one hand, FT coffee managers should offer higher ranges of products, from premium FT coffee brands to competitively priced FT coffee (Cailleba and Casteran, 2010).…”

“…For these purposes, certification (Rombach et al, 2021) and reliable labeling programs (Robichaud and Yu, 2022), accompanied by awareness campaigns (Kushwah et al, 2019), would strongly contribute to proving the authenticity, the high quality of the product and the social attributes of the FT movement. Further, these advertisement campaigns should be promoted by marketing practitioners, FT coffee retailers and relevant institutions.…”

“…On the other hand, for the premium price to be a quality indicator, FT coffee producers should direct efforts on consumers' knowledge enhancement about the identification of this higher price with the intrinsic quality characteristics such as flavor, aroma or healthy attributes (Mohsen and Dacko, 2013). Finally, practitioners should contribute to improving the understanding of FT coffee's social values, bonded with the fair treatment of coffee farmers in developing countries (Beldad and Hegner, 2018;Kushwah et al, 2019;Ortberg et al, 2001;Rombach et al, 2021).…”

Research on the Connotation and Dimension of Consumers’ Quantified-Self Consciousness

“…In the field of marketing, consumer consciousness guides consumer behavior, and only by understanding the cognitive process of consumers can their behavior be explained [33]. Rombach and others found that the moral awareness of German cut-flower consumers' concern about labor and the environment affected their attention to fair trade as an attribute of cut flowers, which further affected their purchasing behavior [34]. Graham-Rowe [35] and Ju [36] explored the psychological obstacles of British and South Korean consumers to the adoption of electric vehicles, respectively.…”